This integrated campaign, powered through TV and pre-tested by TNS, broke all prior records in consumer approval ratings.

Tracking results show key measures have both exceeded targets and category benchmarks.

My previous work for FCUK includes revising the brand strategy to stop focussing solely on young males (consumers) and starting conversation with Mums (shoppers) to create life-long bonds with the youth.

Storyboarding

TV Ad

Swarovski

How do you add emotive appeal to famous shards of glass?

By teaching women, the ‘never learned’ art of adorning jewellery – especially for the right occasions.

We were tasked to reinvent be Swarovski (beS), Swarovski’s loyalty programme that delivered a brand engagement programme to add meaningful value.

After conducting an extensive survey spanning the EU, I discovered the ‘challenge of adornment’, an insight that resonated with women of all shapes, sizes and nationalities.

Our insight-based idea of ‘Ignite the Extraordinary Everyday’ brought the Swarovski brand's essence of ‘Everyday Extraordinary’ to life.

We introduced this responsibility to the beSwarovksi loyalty service, helping the brand create customer bonds through it’s long-lost heritage and fashion-forward outlook.

Value-creation cycle

Comms planning

Creative

Whirlpool

How to get into bed with quick-pick washing machine buyers?

By helping them fix their old one first.

During research, I spotted several social clusters forming organically in support forums for broken washing machines.

We hijacked the search term ‘broken washing machine’ and helped panicked Googlers to resurrect their old beast through our branded community portal. Broken washing-machine owners aren't in the market for long. Offering them help-when-needed was key in securing a place in their minds - especially when they go out shopping for new appliances.

This way we dialled up awareness amongst soon-to-be warm prospects by enrolling them in a nurture programme.

Spotting organic social clusters

Lead targeting thermostat

Mobilink

How to make a mobile giant friendly?

By focusing on the emotional needs of an emerging market.

Mobilink was Pakistan’s mobile brand behemoth. Years of monopoly left a bad taste in the consumer’s mind. Being the market leader, Mobilink also had the widest coverage in the country.

My idea of promoting nationwide tourism, powered by Mobilink’s coverage, introduced a plethora of new destinations to the brand's audience - and over 10,000 new customers to the brand itself.

Through mobile-powered nationwide CSR initiatives, supporting local tourism and clearly establishing our USP, we managed increase the BHT scores by a collective 3%.

Mobilink's Journey Through Pakistan

Mobilink's Journey Through Pakistan (episode #1/8)

Babur

How to land a tiny restaurant into TimeOut, just in time for it’s 30th birthday?

By targeting underdog bloggers and ignoring the big cats.

I spotted an opportunity within the burgeoning community of gourmand writers. They wanted get noticed and form a local presence. We facilitated by bringing them together regularly.

This helped us create a bespoke communal buzz, amplified through curated tastings, social PR and exclusive events.

An additional brand boost was achieved through personally orchestrated CSR efforts with ZSL The London Zoo. The ask was small for a big promise. We asked our diners to simply add £1 to their bills to help us save the Indian Tiger.

Together, we’ve raised £15,630.00, all of which has gone to fund the efforts of ZSL The London Zoo with the Chitwan-Parsa Reserve in Nepal.

The results can be found on P.48, TimeOut London - July 2015 edition.

TimeOut London coverage

UNIQLO

How to sell perfection without pride?

By firmly rooting the brand in its values.

Being truly Japanese, UNIQLO refused to brag about their perfectly engineered clothes.

So we didn’t.

Instead, we created a series of clever app and activation ideas embodying their LifeWear™ range, to generate intimate relevancy with Londoners.

Using a lifestyle based comms strategy, I generated multiple ideas by studying these ‘meta-urbanites’ to make UNIQLO a functional part of their daily life.

Sky

How do you reinvent the perfect DM?

By making it better through understanding the best.

After absorbing Sky Lab’s extensive learnings and studying the best performing DM case studies out there, I devised a 6-step framework to help create the ultimate DM.

Precision

Precision printing was struggling to be relevant in today’s digital age, even though digital printing is more popular than ever.

Combining both my client and agency experiences, I made a case of how creativity doesn’t take sides. It’s a description of the mind, not a job. By clocking this tension between different mindsets, I positioned Precision smack in the centre - as a facilitator for both the creative thinkers and the commercial ones.

By bridging this divide through informed re-positioning, #DigialLovePrint became the platform upon which Precision could boast both its printing technology and digital relevancy.

An emotive brand nomenclature of ‘charms' was invented to lure the creative minds in advertising, towards exciting new digital-powered printing applications. This was showcased on an entirely new and bespoke digital footprint.

We helped Precision Printing evolve from being a a small player in the highly commoditised digital printing industry, to a truly memorable brand that industry heavyweights would like to do business with.